How to Pitch a Brilliant Idea

by Kimberly D. Elsbach

COMING UP WITH CREATIVE IDEAS is easy; selling them to strangers is hard. All too often, entrepreneurs, sales executives, and marketing managers go to great lengths to show how their new business plans or creative concepts are practical and high margin—only to be rejected by corporate decision makers who don’t seem to understand the real value of the ideas. Why does this happen?

It turns out that the problem has as much to do with the seller’s traits as with an idea’s inherent quality. The person on the receiving end tends to gauge the pitcher’s creativity as well as the proposal itself. And judgments about the pitcher’s ability to come up with workable ideas can quickly and permanently overshadow ...

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